K12 课外辅导市场需求大，很多已有项目对学生的个性化学习需求关注不够，限制 了课外培训效果的提高。这种现实的需求预示着个性化辅导必将成为课外培训项目的未 来发展趋势。基于此，笔者认为 K12 教育在当地有较好发展前景和获利空间，计划成立 一家主要提供个性化 K12 课外培训的连锁机构，并通过制度化、标准化经营手段塑造连 锁品牌。作为一个二次创业者，笔者希望通过将在 MBA 学到的理论运用到实际生活中， 更好地指导创办 S 教育。 基于对相关文献、案例、访谈欧亿·体育（中国）有限公司和调查数据的分析，本文首先运用 PEST、波特 物理模型理论对大连当前中小学阶段课外培训市场的整体竞争环境和发展态势进行分 析，并基于分析结果撰写商业计划书。计划书对 S 教育培训机构的组织架构、产品服务、 环境条件、市场营销、财务预测和困难风险等展开研究。同时，还运用多种方法，对项 目内外环境展开分析，制定了营销策略和实施计划，并完成了财务预测和资金使用计划， 还具体分析了项目可能面临的风险，制定防范和控制风险的方法。 总体上，本文得出如下结论，（1） 对项目内外环境的分析结果显示，教育培训市 场大，S 教育培训机构的个性化教育培训项目需求大，发展机遇较好。（2） 对财务的 分析结果显示，本项目可能达到较高效益，回报率较高，具有可行性。（3） 对项目风 险的分析结果显示，本项目面临一定风险，不过采取有效措施预测风险并做好事前控制， 就能够有效把控住风险。 关键词， K12 教育；个性化辅导；商业计划书2 S Tutorial Agencies k12 Extracurricular personalized mentoring program Business Plan Abstract K12 Extracurricular tutoring market demand is large, many of the programs have not paid enough attention to the students’ personalized learning needs, limiting the effectiveness of extracurricular tutoring.This realistic demand indicates that personalized tutoring will become the future trend of extracurricular training programs. Based on this, the author thinks that K12 extracurricular tutoring program has a good development prospect and profit space, plan to set up a chain of institutions providing personalized K12 tutoring, and through the systematic, standardized management means to shape the chain brand.As a second time entrepreneur, I hope to apply the theory learned in the MBA to the real life and better found the S Tutorial Agency. Based on the analysis of literature, case, interview data and investigation data, this paper firstly analyzes the overall competitive environment and development situation of Dalian extracurricular tutoring market by using the theory of PEST and Porters’ physical model, and makes a business plan based on the analysis results. The Business Plan study on the organization structure, product services, environmental conditions, marketing, financial forecasting and difficult risks of S educational tutoring agency. At the same time, a variety of methods have been used to analyze the environment inside and outside the project, to formulate marketing strategy and implementation plan, to complete financial forecast and fund use plan, to analyze the risks that the project may face, and to develop methods to prevent and control risks. Overall, this paper concludes as follows:(1) The analysis of the environment inside and outside the project shows that the extracurricular training market is large, and the personalized tutoring project needs of S educational tutoring agency is large and the development opportunities are good. (2) Analysis of the financial results shows that the program may achieve higher efficiency, higher returns and feasibility.(3) An analysis of the project risk shows that the project is exposed to certain risks, but effective measures to predict the risks and control the risks in advance can effectively control the risks. Key Words，K12 education; Personalized coaching; Business plan3 目 录 摘要.............................................................................................................................I 1 绪论.............................................................................................................................. 5 1.1 研究背景和意义............................................................................................... 5 1.2 主要研究对象和内容....................................................................................... 7 1.2.1 主要研究对象........................................................................................ 7 1.2.2 主要研究内容........................................................................................ 7 1.3 理论综述........................................................................................................... 7 1.3.1 商业计划书............................................................................................ 7 1.3.2 战略理论................................................................................................ 8 1.3.3 营销理论................................................................................................ 9 1.3.4 个性化“1 对 1”辅导理论基础.......................................................... 9 1.4 研究方法......................................................................................................... 12 1.5 技术路线......................................................................................................... 13 2 市场需求以及环境与竞争分析................................................................................ 15 2.1 市场需求分析................................................................................................. 15 2.1.1 K12 课外辅导需求量大 ...................................................................... 15 2.1.2 K12 课外“1 对 1”辅导优势 ............................................................ 15 2.2 市场环境分析................................................................................................. 16 2.2.1 市场宏观环境分析.............................................................................. 16 2.2.2 市场内部环境分析.............................................................................. 19 2.3 欧亿·体育（中国）有限公司分析......................................................................................................... 21 2.4 SWOT 分析..................................................................................................... 25 3 S 教育 K12 个性化辅导商业计划书........................................................................ 27 3.1 项目介绍......................................................................................................... 27 3.2 市场规模......................................................................................................... 29 3.3 项目运营流程................................................................................................. 29 3.3.1 师生管理体系建立.............................................................................. 29 3.3.2 个性化辅导过程管理.......................................................................... 33 3.3.3 个性化辅导效果管理.......................................................................... 35 3.4 公司战略......................................................................................................... 36 3.4.1 公司愿景.............................................................................................. 364 3.4.2 发展战略.............................................................................................. 36 3.4.3 人力资源战略...................................................................................... 36 3.5 管理架构......................................................................................................... 39 3.5.1 S 教育机构的组织形式....................................................................... 39 3.5.2 创业团队简介...................................................................................... 39 4 市场营销.................................................................................................................... 40 4.1 STP 分析 ......................................................................................................... 40 4.1.1 市场细分...................................................................................